NorthStar Gaming rolls out product updates including AI-powered prop bet suggestions
Canadian firm also notes improvements to online casino and sports content arms as bosses claim upgrades will maintain its position as a “premium” brand
NorthStar Gaming has rolled out a host of new product developments which it has claimed will cement its place as the “premium choice” in the industry.
The product strategy, according to the Toronto-listed operator, is split into two “complementary propositions” under the banners of “Incrementally Better” and “Fundamentally Different.”
The headline changes as part of the recent product push include improvements to NorthStar Gaming’s online casino and sports betting.
On the online casino side, the firm said it had pushed a “new streamlined navigation” to simplify the user experience, alongside doubling the number of games available since the start of the year.
Within online casino, NorthStar Gaming has unveiled a new bespoke branded blackjack table which it is targeting at VIP players.
In terms of sports betting, a raft of new content has gone live on the operator’s site, including “new features, statistics, design and user experience.”
Within the sportsbook proper, navigation has also been upgraded, AI-powered personalized prop bets will be pushed to users based on betting history, and parlay suggestions will also be added to the betslip.
Dean MacNeil, NorthStar Gaming VP of product and managed services, said the upgrades were just a “preview of the innovation” building at the company.
He explained: “Our product team is executing an ambitious roadmap that balances incremental advancements with groundbreaking features, all meticulously crafted to elevate the attributes our customers value most: reliability, performance, and simplicity.
“As a premium brand, we strategically harness innovation to amplify our appeal to high-value customers, solidifying our distinct advantage in the industry.
“By consistently enhancing the customer experience, we reaffirm our commitment to delivering a premium service that drives strong customer satisfaction and earns their loyalty.”
Michael Moskowitz, NorthStar Gaming CEO, added: “Innovation has always been a core value for NorthStar as we seek to maintain a best-of-breed platform that evolves alongside changing preferences and emerging technologies.”
NorthStar Gaming reported a 61% year-on-year increase in Q2 revenue to C$7.5m this year, with total wagers leaping 41% to C$160.1m.
Earlier this year, Playtech ploughed a further C$3m into NorthStar Gaming having initially invested C$12.25m in the business in February 2023.